Account Based Marketing (ABM) is at the forefront of modern B2B marketing practices.
The strategy predicates itself on the concept of targeting a set of accounts that are a great fit for your product or service and engaging them with coordinating marketing outreach campaigns and programs. Marketing efforts will often target multiple contacts inside an organization and involve engagement via email, social media, events, outbound calls, and ads.
Preparing your database for account based marketing is a critical first step to successfully executing an ABM program. This blog post is going to show you how to prepare your database for ABM.
How to Prepare Your Database for Account Based Marketing
Launching an ABM program mandates having a healthy, enriched database that includes a ton of information about the contacts and accounts you are trying to reach.
Why is this necessary?
Because a) you cannot effectively target the right accounts and decision-makers without having that data in the first place, and b) you must have this contact and account information at your disposal to conduct multi-channel outreach effectively.
There is a lot of work that a database needs before it is ready for account based marketing. Foremost, a database needs to be filled with the right accounts (and contacts within that account) that need outreach. It’s critical for you to discern the information you need when adding new accounts and contacts to your database. These will most likely include:
- Company Name
- Company Website
- Company Address
- Company Industry
- Company Size
- Company Revenue
Pro-tip: the more information you have like this organized and inside of your database, the better. The more data you have inside of your database, the easier it will be for you to filter, search, and organize accounts for your outreach strategies.
At the contact level, you should have a minimum of 2-3 key decision makers at each of these accounts. Here is the information you should have about each contact:
- First Name
- Last Name
- Job Title
- Phone Number
- LinkedIn Profile URL
Again, having data sets on each of these contacts will enable you to more easily search, filter, and organize your database.
Another key to preparing your database for account based marketing is creating uniform nomenclature for each set of data in your database.
For example, under industry, you should label all healthcare industry companies with a uniform nomenclature, such as “Healthcare.” This will make segmenting and targeting infinitely easier during the execution of your ABM campaigns. Moreover, you should try to fill in missing information where possible, so that nothing slips through the cracks.
The Easiest Way to Prep Your Database for ABM
Prepping your database for ABM can take a ton of man hours and painstaking work. The easiest way to do it is to utilize a sales intelligence platform like SalesIntel.
SalesIntel can auto-enrich your database with all the relevant information you need about your contacts and accounts. You can also add new contacts and accounts using SalesIntel’s massive hand-verified database, complete with direct dial numbers and a host of other contact information.
Ready to get started? Contact us for more information and to get a free demo of SalesIntel for your organization. You can also download our free Google Chrome extension and get unlimited free contacts with full information right from your browser!
